KlientBoost
Prepared for Meghan Sheehan, Harry Walker Agency
Growth plan for the Harry Walker Agency

A growing roster, and the data to prove what it books.

You've grown from about 120 exclusive speakers to more than 720. This plan is about keeping paid search in step with that roster, and turning it into bookings you can measure and defend.

What we heard

Before we opened the account, we listened. Here is our read of where HWA is today and where you're taking it. Tell us what we got wrong.

Our goals

What we commit to

  1. Clear baselines after 60 days of data. Average cost per qualified inquiry for your brand, speaker and speaker by industry campaigns, so every decision after that rests on your real numbers.

Where you are

80years in business. Harry Walker created the lecture industry.
2019joined WME, and the data culture that comes with it.
720+exclusive speakers, up from about 120 before WME.
6 to 14new exclusive speakers a month, with about 34 already waiting on ads.

How a booking happens

1

A planner searches

Corporate, association, university and event buyers look for a speaker by name or by topic.

2

They inquire

Through the contact form, a speaker's availability request, or a phone call.

3

An agent responds

Your team shapes options around the event, the audience and the budget.

4

Weeks or months later, a booking

"Someone might come in asking about one speaker and end up booking another."

Where the trail goes coldWeb forms don't flow into your CRM, and the CRM sits on a local server, so a booking can't be traced to the search that started it.
Where speakers waitUnder the last partnership, new speaker ads built up for months before they launched.
Where the case gets madeResults go to WME as experience and anecdote, not numbers.

Where you're going

A

A partner, not a vendor

Someone who works like a member of your team, spots trends and brings you recommendations first.

A member of my team.
B

A roster that launches on time

Send the month's new speakers, review the ads, and see them live inside about a month.

Between one month and the next.
C

Data WME can act on

Inquiries and bookings tied back to the speakers and searches that produced them.

Make our case solidly with the data.
D

Win the searches that matter

Focus on the speakers you want to push, show up ahead of AAE, and stay off searches for your partner bureaus.

The speakers we want to actively push.
E

Ready for AI search

Paid search that works alongside your SEO advisor at WME as search moves toward AI answers.

Embrace generative strategy.

What has to be true to get there

  1. Inquiries counted as real results, and connected to your CRM where your developers can support it, so bookings can be traced back.
  2. One shared definition of a qualified inquiry, so everyone counts the same thing.
  3. A focused roster: the exclusive speakers you most want to grow.
  4. A launch rhythm both teams keep: your list, our build, your review, live.
So we looked at the account to see how far today's setup is from there. That's next.

What we learned

Last 90 days, July 7 to October 4, 2026. Open any finding to see the searches behind it.

$48,900spent in 90 days
33,000clicks bought
1%of measurable spend reached a search with a booking word in it
1

Ads chase famous names, not people booking them

94% of spend ran through broad keywords. A search for just a speaker's name, with no "speaker," "fee" or "booking," triggered the ad anyway.

94%of spend on broad match
See the searches
Keyword in the accountWhat people actually searchedSpendClicks
Scott Galloway speaker"scott galloway"$1,8301,169
David Sinclair speaker"david sinclair," "dr david sinclair," "david sinclair harvard"$1,251791
Kaitlan Collins speaker"kaitlan collins," "kaitlin collins"$527431
Steve Martin speaker"steve martin"$406293
Itzhak Perlman"itzhak perlman"$343198

The account also paid for "who is karl rove," "how old is david sinclair" and "scott galloway books." Those are fans and researchers, not event planners.

2

Thousands spent on searches that aren't about speakers

"Event entertainment" and AI software searches alone took about $5,250. Only 1% of measurable spend reached a search with a booking word in it.

$5,250on two off-topic themes
See where the money went
Type of searchSpendShare
A famous name only$7,37337%
Not about speakers (entertainment, AI software, training)$6,13431%
Other speakers bureaus by name$3,01115%
Harry Walker by name$2,92715%
Looking to book ("speakers bureau," "keynote speaker," "speaker fee")$2081%
Researching a person ("who is," "how old is")$83<1%

One example: an ad group built for marketing-topic speakers ran on the broad keyword "marketing speakers." Google stretched it to "best marketing agency," "creative marketing agency" and "best marketing websites." Those searchers wanted an agency, not a keynote.

Every search that spent more than $5 in the period, about 40% of total spend. Google only reports searches above a minimum volume, so the rest is spread across thousands of smaller searches.

3

You pay about four times more for your own name

Your brand campaign buys a "Harry Walker Agency" click for $2.05. A newer automated campaign bids on the same searches and pays $8.42.

$8.42vs $2.05 for the same click
See the details
SearchCampaignCost per click
Harry Walker by nameBrand campaign$2.05
Harry Walker by nameAutomated campaign$8.42
AAE / All American Speakers by nameAutomated campaign$20.73

Bidding on AAE can be a smart move, and you told us it matters. It should run as a deliberate test with its own budget, not as a side effect of an automated campaign, at about $21 a click with no way to see if it became an inquiry.

4

The account counts browsing as results

About 81,700 "conversions" on 33,000 clicks, roughly 2.5 per click. The column for real inquiries reads zero.

81,700"conversions" in 90 days
See what's being counted
  • 23 separate conversion actions, with the same action often counted two or three times by different tags.
  • One fires on every page load.
  • Speaker list adds, email link clicks and phone link taps all count as results.
  • No link between an ad click and a form in your CRM, so a booking can never be traced back to the search that started it.

Neither number tells you what drives an inquiry. Neither gives you a case to bring to WME.

5

Set up to buy clicks, not inquiries

Every campaign tells Google to get as many clicks as possible. Meanwhile your speaker ads showed for only 10% to 16% of the searches they qualified for.

1 in 8eligible speaker searches won
Why that matters

The cheapest clicks are fans, students and off-topic searches, so that is where the budget flowed. Most missed auctions came from ad strength, not budget. Fix the targeting and the ads, and the same budget can win far more of the searches that matter.

The short version: none of this is hard to fix, and the goal isn't a smaller account. It's the money that went to fans and off-topic searches, moved to planners searching for your exclusive speakers.

What we'd do about it

Two kinds of work fix the five findings. Better ads management fixes where the money goes. Business intelligence shows you what it produces.

Better ads management

Stop the spend that can't produce a booking, then move it to the searches that can.

Google Ads First Aid Kit

Tighten every speaker keyword so a name only shows your ad alongside a booking word. Block the recurring off-topic themes across the account, found by a word-by-word read of your search history.

Fixes findings 1 and 2

Nesting Doll Intent

Give each kind of search its own lane: your brand, exclusive speakers with booking intent, category searches like "hire a keynote speaker," and a separate, measured lane for competitors like AAE.

Fixes finding 3

Gold Pan Technique

Once the lanes are clean, find the speakers and searches that produce real inquiries. Then put more budget behind them and win more of those auctions.

Fixes finding 5

Business intelligence

Count what matters, then connect it to bookings.

Blood Work

Rebuild tracking around what an inquiry is: one count for a submitted contact or fee request, one for a real phone call. Everything else gets recorded for reference and stops counting as a result.

Fixes finding 4

CRM Conversion Tracking

Where your developers can support it, connect form and call inquiries to your CRM so booked engagements flow back into Google and Microsoft. Then you see which speakers and searches turn into bookings, not just inquiries.

Builds the case for WME

This is the data you said you need to make your case to WME. How far it goes depends on your CRM and your developers, so there are two paths below.

Two paths for tracking

Your CRM runs on a local server, so a direct connection depends on your developers. Either path gives you numbers you don't have today.

Best case: your developers connect the CRMWorst case: no developer help
What we trackForm and CallRail inquiries reach your CRM with the ad click attached. Booked engagements flow back into Google and Microsoft.Form and CallRail inquiries count as real inquiries in Google and Microsoft. Nothing in the account counts only real inquiries today, so this alone is a big step up.
What you steer byBooked engagements, by speaker and searchQualified inquiries, by speaker and search
Who builds itWe design the connection and guide your developer through the build.We build it. Nothing touches your CRM.
What we need from youA developer, or someone with access to your CRMAccess to your tag manager and CallRail
One-time cost$1,500$1,000
LaterThe connection is built for your current CRM. Your new CRM will need its own connection, scoped and priced then.When your CRM changes or a developer frees up, we can move you to the best case.

What we'll measure against

  1. A qualified inquiry. A submitted contact or fee request, or a real phone call. We agree on the definition together in month one.
  2. A booked engagement. In the best case, once bookings flow back from your CRM, they become the number we steer by.
  3. A cost ceiling per qualified inquiry. Set together after about 60 days of clean data, so the target rests on your real numbers, not a guess.

Working with us

You asked for a partner who works like part of your team. Here is who that team is, how we work together, and what you can count on.

Who you work with

Your day-to-day leadGrowth Manager

Owns your account and your goals. Runs your speaker builds, the monthly strategy call and day-to-day email.

Ongoing
Senior oversightGrowth Director

Reviews strategy and results with your Growth Manager behind the scenes.

Ongoing
Search depthPaid Search Specialist

Joins for the restructure and any complex build.

As needed
Your dataBusiness Intelligence team

Builds your tracking, and designs the CRM connection with your developers.

For the tracking build
With the inquiry pageCRO Specialist

Builds the inquiry page and form.

If you add the inquiry page

How we work together

Step 1

You send the list

New exclusive speakers and any new headshots, a few weeks before you want them live.

You
Step 2

We build

Keywords, negative keywords and ad copy for each speaker, placed in the right lane. We write the copy.

KlientBoost
Step 3

You review

Every new speaker comes to you before it goes live. Your feedback goes straight in.

You
Step 4

Live and optimized

Each speaker goes live in the right lane and joins the monthly read.

KlientBoost

How we focus the work

Covered by management

Ongoing ads optimization

Your account covers hundreds of speakers. Giving every one equal attention every week would spread the effort thin, so we put it where it pays.

Regular attentionYour priority speakers, and any speaker or search that's underperforming.
When the numbers call for itSteady speakers that are doing their job. We watch them and step in when something moves.
You set the prioritiesTell us which speakers you most want to grow, and we revisit the list on every monthly call.
Billed as builds go live

New speaker builds

New speakers get their own time, set aside from optimization. That way a busy month of signings never pulls attention from your live speakers, and no backlog builds up.

Time set aside every monthYour new speakers are planned work, not squeezed in around everything else.
Priced by the work$1,000 for every 5 new speakers, billed after the fifth goes live. A quiet month costs less, a busy month is covered.
No waiting listSend the list a few weeks ahead and your speakers move through on schedule.

What you can expect from us

Nothing goes live without youEvery new speaker comes to you for review first.
Pauses on your wordSend it to us in writing and that speaker comes down.
Effort where it paysPriority speakers and underperformers first, with trends and recommendations brought to you.
One monthly call, quick emailA monthly strategy call with month over month and year over year results, plus prompt email for new speakers and pauses.
Numbers ready for WMEPlain-English reporting built to make your case, not to fill a slide.
Your partners protectedPartner bureaus stay off our targeting. Competitors get a deliberate plan.

What we'd need from you to start

  • Admin access to Google Ads, and Microsoft Ads access from your current partner.
  • Access to your website tag manager and CallRail, or a contact on your web team.
  • A contact who knows your CRM setup, and a developer if you choose the CRM connection.
  • Your first speaker list and headshots, and your list of partner bureaus to avoid.

Month one, step by step

The timeline starts at kickoff, which we schedule once the agreement is signed. Bars marked YOU or BOTH are where your team is part of the work.

KB: KlientBoost YOU: your team BOTH: together Milestone
Workstream
Week 1
Week 2
Week 3
Week 4
Access + handoverTogether
Clean up the accountKlientBoost
Speaker buildsYou send, we build, you approve
Read + reportKlientBoost

Indicative. Business intelligence work is planned with our BI team once you choose a tracking path.

Days 1 to 30

Clean lanes, clean data

  • Account restructured into lanes, off-topic spend blocked
  • Priority speakers agreed with you
  • First speakers from your backlog live
Days 31 to 60

Find what works

  • Backlog keeps moving at your monthly rhythm
  • Competitor lane tested with its own budget
  • Optimization focused on priority speakers and underperformers
Days 61 to 90

Put money behind it

  • Budget moves to the speakers and searches that produce inquiries
  • Cost ceiling agreed on real numbers
  • A report you can take to WME

Build your plan

Move the sliders and toggle the options. Monthly and one-time costs are shown separately.

Google Ads management Core

Strategy, campaign management, speaker updates and pauses, headshot refreshes, monthly reporting. The greater of $2,500 a month or 10% of paid search spend across Google and Microsoft, never both.

$2,500per month
Your Google spend averaged about $16,300 a month over the last 90 days. Add your Microsoft spend on top.

Microsoft Ads management Included

Your Google program mirrored and managed on Microsoft Ads. Normally $2,500 a month as its own channel. Included at no added fee.

$0normally $2,500/mo

New speaker builds

Keywords, negative keywords and ad copy for each new speaker. $1,000 for every 5 new speakers, billed on top of management after the fifth goes live.

$1,000per month, about
You told us 6 to 7 in a typical month, 12 to 14 in a busy one.

Business intelligence: tracking

Tracking rebuilt around real inquiries. Pick the path that fits your developer support.

$1,500one time

Inquiry page and form Optional

One rebuilt inquiry page and form that asks for budget, event date and audience size up front. Every inquiry then carries a quality signal Google can learn from.

$2,000one time
Straight talk: on a budget this size, the management fee is a bigger share of spend than the 10% you may see quoted elsewhere. That is the cost of doing this right: a roster that changes every month, a launch for every new speaker, and data that holds up in front of WME.

What's included

What you get, and what each piece would cost on its own.

IncludedNormally
Google Ads management$2,500 / month
Microsoft Ads management$2,500 / month
Value, monthly$5,000 / month
You pay$2,500 / month

Management at your current spend. Speaker builds, tracking and the optional inquiry page are priced under Build your plan.

In scope

  • Google Ads and Microsoft Ads strategy and management
  • Account restructure into brand, speaker, category and competitor lanes
  • Ongoing optimization, prioritized by speaker priority and performance
  • New speaker builds (keywords, negative keywords, ad copy), headshot refreshes and speaker pauses
  • Monthly strategy call and reporting, month over month and year over year
  • Tracking rebuild, on the path you choose: CRM connection or forms and calls
  • Inquiry page and form, if you add it

Not in scope

  • SEO and website content, which stays with your SEO advisor
  • Social ads (Meta, LinkedIn)
  • Weekly optimization of every speaker
  • A CRM migration or replacement
  • Website redesign beyond the optional inquiry page
  • Ad spend, paid directly to Google and Microsoft

Terms, tools, and what we won't do

In the agreement

  • A 4-month initial term, then month to month with 30 days' notice
  • Your ad accounts, ad copy and data stay yours
  • Tracking runs on your current tag manager and CallRail. Any new tool cost is quoted before anything is bought.
  • Ad spend is paid directly to Google and Microsoft, not to us

What we won't do

  • Launch a speaker's ads before you approve them
  • Advertise speakers who aren't exclusive to you
  • Bid on searches for the bureaus you partner with
  • Set a cost target before about 60 days of clean data
  • Change your CRM or move your data

Why 4 months first: month one is a rebuild month, and a booking can land weeks or months after the inquiry. Four months gives us the 60-day baselines and time to act on them before either side decides.